Electoral Strategy is Reshaped in Brazil

The Brazilian president is urgently revamping their communication strategy ahead of a critical runoff vote against their right-wing rival following a defeat in the first round of the presidential election.

Search for Change After the First Round

The leader, who lagged behind their right-wing rival in the first round of Brazil's presidential elections, has taken action to completely renew the campaign communication ahead of the October 25 runoff. Following the election results, the campaign team gathered in the capital to determine a new roadmap.

Fear Strategy and New Messages

The new approach, dubbed within the campaign as a fear strategy, aims to remind voters of the risks a rival presidency would pose to social welfare benefits. Instead of messages focusing on previously difficult-to-reach topics, themes that touch on the daily lives of the public are being brought to the forefront.

Targeting Non-Voters

The Workers' Party is carrying out intensive efforts to win over millions of voters who did not cast ballots in the first round, as well as the crowds that supported minor candidates. New advertisements prepared on social media draw attention to the risk of losing state programs.

Communication and Media Moves

While more aggressive new strategists are expected to join the campaign team, left-leaning influencer networks are being established for the effective use of digital channels and social media. Meanwhile, the leader plans to focus heavily on radio interviews and short video posts.